Ashley Madison dumps infidelity for 'open-minded experiences'

Dating service Ashley Madison is trying to shed its smutty image in an effort to turn users back on after a massive security breach 12 months ago.

Following a change of name for its parent company, Avid Life Media (now called "Ruby"), Ashley Madison has ditched its "life is short – have an affair" credo in order to become a facilitator of "open-minded experiences".

To this end, the company has unleashed a new series of ads that show "open-minded" types – wistful commuters, statuesque blondes and bestubbled professionals – coming together and "exploring moments".

These include a hangdog lonely heart making creepy eyes at women riding the subway, an unfulfilled wife deciding to have a fling on the apparent say-so of her marriage counsellor, and a pair of boringly attractive marketing types gearing up for a micro-orgy.

Set to an accordingly enthralling soundtrack of plaintive adult contemporary pop that perfectly complements the HD sterility of the visuals, the campaign has about as much soul as the "fem-bots" the company admitted to using last week in an effort to boost the site's dearth of female users.

But, as Mashable reports, Ashley Madison isn't aiming to completely alienate its original user base of philanderers. The website says Ruby's new president, James Millership didn't deny that the site may still act as hub for the unfaithful, but hopes that the rebranding will also attract more women and encourage discussion about infidelity and open relationships.

Naturally the president also stressed that the company's digital security has been significantly improved in an effort to prevent hackers penetrating accounts and having their way with users' information.